【正文】 達(dá) ]） ? Duracell is again No. 1. This campaign is on its way to being something you could describe as having or being a Big Idea . 金鼎電池再度坐上第一名的寶座。 UPGA中 說(shuō)明簡(jiǎn)報(bào)的部分也極為清楚。 ? On the same subject : briefing, we believe there is a strong case for an addition to the document relating to brand personality . 關(guān)于簡(jiǎn)報(bào)，我們認(rèn)為有關(guān)品牌個(gè)性的資料中非常需要加入另 一項(xiàng)重點(diǎn)。 ? If we start writing brand personalities as an obligatory addendum to these documents, we would be more likely to maintain and build a brand’ s personality, and very possibly we might breathe more life into the creative work itself . 如果我們開(kāi)始撰寫(xiě)品牌個(gè)性，將其視為簡(jiǎn)報(bào)資料中必須包含的項(xiàng) 目，那么我們就比較能夠建立并維持一項(xiàng)品牌個(gè)性，而且很可能 可以為創(chuàng)意作品本身注入更多的生命力。） ? On going Campaigns 持續(xù)的 campaigns ? All too often working on the next execution of a campaign is seen as creating a “ new mercial” that is virtually identical to the old one it is supposed to replace.（ Unilever brand managers very often ask for a new mercial and then set down guidelines based on the previous mercial which make it virtually impossible to do anything new . 人們通常認(rèn)為一個(gè) campaign中繼續(xù)執(zhí)行活動(dòng)的發(fā)展，就是創(chuàng)作出一個(gè)“新的廣告片”，而這只新片要與其所要取代的舊片完全一致。 ? Suggestion :whenever a briefing is done for another execution within a campaign, it should start with a description of the original “ core idea.” Once this is agreed, it should serve as the basis of all future campaign development . 建議：不論何時(shí)要為 campaign 中的后續(xù)執(zhí)行做簡(jiǎn)報(bào)，在一開(kāi)始 都要描述一下原有的“核心創(chuàng)意”。 ? This is also vital when extending a campaign into another medium. Let’ s look at an example. Here are two mercials for Surf detergent, they are from a campaign called “ Homemovies.” （ SHOW： SURF STOLZ AND SULLIVANS） 這點(diǎn)在利用其他媒體來(lái)延伸廣告活動(dòng)時(shí)也非常重要。最明顯的工作就是運(yùn)用電視廣告片中的一個(gè)靜止畫(huà)面，但是這么做是因?yàn)榇_實(shí)了解真正的創(chuàng)意，抑或只是在重復(fù)一項(xiàng)執(zhí)行想法？ ? If the idea is really about real families giving a testimonial in their own words and images, then “ Homemovies” bees one of the ways in which they can express their feelings . 如果創(chuàng)意本身的確是讓真實(shí)的家庭以其自己的文字與形象做證言式廣告，那么“家庭電影”就成了能讓他們表達(dá)感覺(jué)的一種方式。 ? There are , of course , some things that we should do: 當(dāng)然，有些事則是我們應(yīng)該做的： ? Response to the Briefing 對(duì)簡(jiǎn)報(bào)的反應(yīng) ? We know that it is all too easy to accept a briefing from a client even thought we know in our heart of hearts it is unlikely to stimulate either great creative thinking or great advertising . 我們都知道要接受客戶給的簡(jiǎn)報(bào)實(shí)在是太容易了，即使我們?cè)趦?nèi) 心深處非常明白這份簡(jiǎn)報(bào)并不太可能激發(fā)偉大的創(chuàng)意想法或是偉 大的廣告。） ? Presentation of Work 創(chuàng)意作品提案 ? Too often in creative presentation we go straight from setting the scene with the strategy to presenting script and storyboard. We think it should be standard practice to present the mercials in the context of the core idea and also the idea in the mercial that is going to develop that core idea. We expect that if this were done, client response and judgement would be made easier. And, of course, it would mean that the agency would be less able to disgui8se the absence of an idea within an execution. 在創(chuàng)意提案中，我們通常先描述策略景象，然后就直接提稿子和腳本，我們認(rèn)為以下才是標(biāo)準(zhǔn)的實(shí)務(wù)動(dòng)作：應(yīng)先提出廣告中核心創(chuàng)意的前后內(nèi)容，以及如何發(fā)展核心創(chuàng)意的廣告片構(gòu)想。 ? Unilever believes that longterm properties usually have with them a big idea and Unilever needs more of them . Unilever 也相信，長(zhǎng)期資產(chǎn)中通常包含了一個(gè)大創(chuàng)意 — 而Unilever 需要有更多這樣的大創(chuàng)意。當(dāng)然也有這樣的例子發(fā) 生，但是這種情形通常只發(fā)生在持續(xù)運(yùn)用多年之后。 ? Second, while recognising this , we believe we should always strive to develop an advertising property. And in doing this, you should be guided by the new UPGA principles. For the definition of what a property may be is far more widely interpreted in this decument than ever before .(We agree with every word of it.) 其次，雖然有這樣的體認(rèn)，我們?nèi)韵嘈艖?yīng)該要一直努力不懈地發(fā)展廣告資產(chǎn)。） ? Third, and vitally important, we believe it is necessary to ensure that everyone involved in advertising development in every Unilever pany recognises that Big Ideas are not born, they are grown. Little by little, mercial by mercial, year in year out . 第三，極為重要的一點(diǎn)，我們認(rèn)為必須確定在每一家 Unilever 公司中參與廣告發(fā)展的每一個(gè)人都能體認(rèn)到大創(chuàng)意并非生來(lái)就大，而是逐漸茁壯長(zhǎng)大的。 , March 12, 2023 ? 雨中黃葉樹(shù)，燈下白頭人。 :09:5902:09:59March 12, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國(guó)見(jiàn)青山。 2023年 3月 12日星期日 2時(shí) 9分 59秒 02:09:5912 March 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 :09:5902:09Mar2312Mar23 ? 1世間成事，不求其絕對(duì)圓滿，留一份不足，可得無(wú)限完美。 。 , March 12, 2023 ? 閱讀一切好書(shū)如同和過(guò)去最杰出的人談話。勝人者有力，自勝者強(qiáng)。 2023年 3月 12日星期日 2時(shí) 9分 59秒 02:09:5912 March 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。 2023年 3月 12日星期日 上午 2時(shí) 9分 59秒 02:09: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過(guò)于提升自我。 :09:5902:09Mar2312Mar23 ? 1越是無(wú)能的人，越喜歡挑剔別人的錯(cuò)兒。 2023年 3月 12日星期日 2時(shí) 9分 59秒 02:09:5912 March 2023 ? 1空山新雨后，天氣晚來(lái)秋。 :09:5902:09:59March 12, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 , March 12, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒(méi)有。 。 :09:5902:09Mar2312Mar23 ? 1故人江海別，幾度隔山川。 ? The implications of this are enormous . 這項(xiàng)要點(diǎn)的意義是極為深遠(yuǎn)的。在這份資料當(dāng)中，對(duì)何為資產(chǎn)的定義，較以前任何資料解析得更為精辟深入 。但是這樣的情形太稀有了。 ? First, we do not believe that an advertising property is necessarily an idea . In fact , we believe that it is very rare indeed for an idea and a property to be one and the same thing. There are examples of this occurring , but it usually only occurs after years and years of consistent use . 首先，我們并不認(rèn)為廣告資產(chǎn)就必定等于創(chuàng)意。當(dāng)然，如果執(zhí)行中缺乏創(chuàng)意，代理商也就比較無(wú)法掩飾。然而，我們應(yīng)該準(zhǔn)備多做這類的事，而且，的確，客戶也應(yīng)期待我們這么做。 （美國(guó) Surf 平面稿